I’m Rachel Fetrow, and I help pipeline systems and processes catch up to growth.
Booking a call with someone new takes a bit of trust, so here’s what you can count on:
- I’ve sat where you sit
- I’ve worked in operations at a data-analytics SaaS, building the growth analytics behind a fundraise. At a venture firm, I saw what makes revenue data hold up under diligence.
- Practiced, not theoretical
- I’ve been doing this work as a consultant since 2022, and I’ve used this same iterative-learning approach to improve my own business along the way. Every pitch and engagement since I began has improved how I run the next one.
- I build it myself
- The CRM, the automations, the data cleanup — done with my own hands, in your stack, with your team.
- Two-way fit
- I’m selective about who I take on, and I’ll tell you early if I’m not the fit.
- Nothing lives only with me
- Everything from the engagement — scope, decisions, documentation, recordings — stays with your team in one client hub.
The philosophy
Why it’s called The Plumb Line
- The Tool
An instrument of precision used to determine exact vertical alignment, ensuring structural integrity before building upward.
- The Verb
To plumb: to measure depth, to sound out the bottom, to fully comprehend a complex or obscure situation.
That’s the job before the build.
- The Correction
A wall can be out of plumb and still stand — for a while.
I find where your revenue process is out of alignment and bring it back to true.
Rachel Fetrow · Senior GTM Engineer
I’ve worked both sides of the table.
Operations at a data-analytics SaaS, building the growth analytics behind a fundraise. A venture firm, where I saw what makes revenue data hold up under diligence. And the implementation itself — the CRM, the automations, the data cleanup — done with my own hands.
That’s why I can scope a build accurately and lead one credibly, and why I read a system for the reasoning inside it before I touch anything.
Who I help
I work with venture-backed B2B SaaS companies — especially data and analytics businesses — usually between $5M and $50M in ARR, from seed through Series C, where the growth is real but revenue operations haven’t caught up to it. Revenue-generating bootstrapped teams fit too. If you’re pre-revenue with no budget, I’m probably not your person yet.
The engagement
How I work
One principle underneath all of it: simplest is always best. Every bit of complexity you add is another opportunity for something to break, or to happen in a way no one expected.
- 01
Start at the source
I need the problem in leadership’s own words, not relayed — that’s where requirements get lost. So: stakeholder interviews, then the tech stack and the data. The plan comes out of what’s actually there — or, if there’s nothing there yet, we stand up what produces the data first.
- 02
Build in your platforms, with your team
The work happens in your stack. I design the build and stay accountable — weekly touch-points, your project management tools, and a client hub that documents the engagement as it goes.
- 03
Hand it back so it holds
I train your team to run the system themselves, and hand over the hub as a complete record of the work.
